MEDIA
Strategies and ideas that use a specific medium or media property as a creative tool. Entries will need to demonstrate an inspiring and innovative implementation of media ideas; work which is enhanced and amplified by a game-changing channel strategy.
Evaluation criteria: insight and idea; media strategy and targeting; media execution; impact and results.
Mandatory files: main image (presentation image), case film/demo film (120 seconds max).
Optional files: additional image, film or sound video, URL (content or presentation webpage).
Including TV, video-on-demand platforms (VOD) and other online service providers. Screens other than TV might include, but are not limited to, screens that require interaction with the consumer e.g. touch screens and responsive displays. Including radio, podcasts and other audio technology.
The work in this category may include, but is not limited to, newspapers, magazines, inserts and trade journals, print work with digital and interactive elements such as downloadable applications, QR codes, AR and 3D printing and as well as out of home advertising on existing, free format, or interactive poster sites, etc.
Online platforms or associated technologies and the harnessing of a digital environment in a media campaign. These might include websites, microsites, games, search engines, banner ads, smartphones, tablets, Bluetooth, SMS, MMS, WAP, GPS, mobile games and applications, QR codes, social media, vlogs, blogs, wikis, video-sharing sites, hosted services, etc.
The creative and innovative use of influencers/creators to drive brand message and awareness to a specific audience and/or to drive business results.
Media ideas in the form of virtual and physical events or stunts. Includes exhibitions, installations, festivals, product launches, sports tournaments, art performances and concerts, either pre-existing or specially created.
Media ideas created for entertainment purposes. This includes, but is not limited to audio content, gaming platforms, apps, video sharing channels, music videos, etc.
Media ideas that are executed cohesively across multiple media platforms. For example online, TV, radio, out of home. Work that demonstrats how the different mediums complement and build on each other to cut through and deliver results on clear brand objectives.
Risk-taking, courageous, fearless, daring ideas are behind this work. The concept could have easily been rejected along the approval process or by the client, but brave choices made it happen. Entries must include the information about any context necessary to understanding why this was a brave idea.
Rapid response creative usinf of media that uses the buzz around a news story or event to generate maximum coverage for the brand. Includes newsjacking, real-time and situation specific adverts. Done with in-the-moment, original, thinking, fast reaction, and an investment in craft.